Nissan tunes in to social media to connect with consumers
Nissan is keen to tune in to the buzz on social media to find out what auto consumers are interested in and what they think of brand Nissan.
The company has partnered with Hinduja group company Defiance Technologies to set up a dedicated social media command centre in Chennai.
A 30-member team from Defiance, the IT services arm of the Hinduja group, is on a real-time monitoring of social media conversations (in English and Japanese for now) across geographies and platforms. The team uses a combination of analytics, tools and algorithm to filter out the noise and retain only the relevant data. The data are then reported to Nissan's central team in Japan.
This platform will enable Nissan analyse, respond to and engage with consumers as "we seek to improve our brand and sales power," said Mr Andy Palmer, Executive Vice-President, Nissan Motor Company.